The freshest insights
on Produce customers
The produce department of the supermarket plays an integral role in the weekly shop and as the fresh food people, Woolworths is committed to providing the best in-season produce at affordable prices for our customers.
As customers continue to seek healthier options for themselves and their families,
what drives produce grocery purchases?
Our Category Collection produce research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about produce customers below.
We spoke to 2,200
Produce customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with produce category customers across 6 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Avocados, berries, mangoes, mushrooms, potatoes, pumpkins & carrots and tomatoes.
Avocados, berries, mangoes, mushrooms, potatoes, pumpkins & carrots and tomatoes.
So, what did Produce customers tell us?
In store is king for produce
76% of produce purchases are made in store, especially Mangoes and Avocados.
A category of weekly purchases
Tomatoes, Avocados, Potatoes, Pumpkins and Carrots are purchased weekly.
Retail media guides customers
2 in 3 customers engaged with retail media whilst shopping for produce items.
Sub-Category Spotlight - Bountiful Berries
73%
of customers regularly switch between types of berries.
68%
of customers see convenience as the key purchase driver.
7-in-10
customers notice or engage with retail media.
Let’s chat about your category customers
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care, and Snacks 2023, Produce and Deli 2024.